Praktik Promosi XT Square Yogyakarta:(Studi kasus Promosi Produk Wisata dalam Usaha Peningkatan Jumlah Kunjungan Wisatawan)

Cindy Maya Puspita, I Gusti Ngurah Putra

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT Promotion is one of the factors determining the success of a marketing program. Promotion can be said to be able to affect the survival of a company. Without promotion, consumers will not know even use the products or services offered by a company, both large, medium and small scale. XT Square as one of the tourist attractions in Yogyakarta who have a long-standing has been to apply the promotion practice of tourism products as a way to achieve their goals, which won tourist visits. The promotion practices applied by using elements of the promotional mix/marketing communication mix. Through the promotion practices, the management of XT Square said that the number of tourists began to increase in 2014. XT Square throughout the year 2013 does look very empty, even as there is no activity going on in it. But at the end of 2013, XT Square began to appear visited by tour buses out of town. XT Square conditions started the arrival of many visitors, but these conditions are not always stable. The purpose of this study is to describe and analyze the tourism product promotion practices undertaken by management XT Square in an effort to increase the number of tourists through the use of promotional mix elements in it. This study included in the qualitative research method descriptive case studies. Data analysis techniques using pattern matching based on existing theory. The results of this study indicate that the tourism product promotion practices applied by management XT Square still need to be improved and further enhanced. Determination of the target market that is not the focus be one of the triggers is not maximal use of the promotional mix, such as advertising, sales promotion, personal selling, direct marketing and publicity, in promotion practice they do. On the other side, management XT Square are still not able to use the media properly. Keywords: promotion, tourism product, and promotion mix.

Kata Kunci : Pariwisata